Observation lab tn
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This document summarizes observations from visiting two different stores. For the first store, it was noted that the signage was decent sized but relied on brand recognition. The environment had neutral colors, tile floors, and average lighting that created a homey feel. Employees outnumbered customers and had uniforms. The second store had large clear signage and its name indicated what they sold. It had warm natural colors that reinforced its message, and high ceilings that made it feel big. Music fit the welcoming environment and customers could stay for quick trips or longer visits.
Observation lab tn
- 1. Crash Course on Creativity Observation Lab Before you enter the store: Does the store draw you in? (1) Yes (2) Yes If so, how? (1) Nice new building – looks inviting. (2) Outside displays show their organic product, flowers and pumpkins. Is the door open or closed? (1) Closed (2) Closed but they have automatic doors. How does this make you feel? (1) It is chilly outside – so closed implies the store will be cozy (but actually the AC is high and it is cold inside). (2) I like the outside displays and the way the doors open – feels inviting. How big is the sign lettering and in what font? (1) Sign sticks out from building – decent sized lettering, but rely on their symbol. (2) Large lettering – clear font. What does it tell you about the store? (1) People know the chain and will seek it out. (2) It can be seen from the roads close by – the name contains a major element of what they sell. Environment: What is the color scheme of the store? (1) Neutral colors. (2) Warm/nature colors How does this affect you? (1) Fairly relaxing. (2) Reinforces their natural message What type of floor does the store have? (1) Tile. (2) Tile How does this effect the environment? (1) Homey (2) Clean How high is the ceiling? (1) 10 or 12 feet (2) Really high – maybe 15 -‐20 feet How does this feel? (1) Open (2) Big How brightly lit is the store? (1) Combination of in ceiling spotlights and pendant lights. Not over powering – decent. (2) Well lit but still warming. How does this affect you? (1) Homey. (2) Comforting How loud is the environment? (1) Loud. (2) Loud What is causing the noise? Is there music playing? (1) Lots of customers taking their items to go, others relaxing and chatting. Music playing. Also machines being used to prepare the product. (2) People shopping, eating, and music is playing. If so, does it fit the environment? (1) Makes it feel bustling – but you can still work. (2) Welcoming Is the store warm or cold? (1) Cold (2) Good – not too warm or too cold. Is the store crowed with merchandise or is it sparse? (1) Fairly sparse. (2) Crowded but aisles are still wide enough. Does the store have a distinctive smell? (1) Coffee. (2) Food Where is the cash register located? (1) Behind a counter. (2) Front of the store How visible is the store security? (1) Cameras visible. (2) Cameras visible How long do you want to stay in this store? (1) A couple of hours – working here. Does the environment influence the perceived value of the merchandise? No – but the free wireless helps contribute people hanging out. (2) Good for a quick trip, longer shopping, or to hang out (although if weather is ok outside tables are first choice). Personnel: How long does it take before a sales person initiates contact? (1) When I reach the front of the line. (2) When I reach the front of the line. Does the salesperson have a script to follow with each customer? (1) Yes. (2) Yes
- 2. Does the salesperson treat different customers differently? (1) Yes – regulars are treated differently – more conversation. (2) Yes What is the ratio of salespeople to customers? (1) Very few sales people – 3 or 4 to 50 or so customers during the 2 hours. (2) 20 to 100 What age and gender are the employees? (1) Young – one woman and the rest are men. (2) Fairly young – mix of men and women. Are the salespeople using the store products? (1) Not visibly. (2) Yes Do the salespeople have a uniform? (1) Yes (2) No Do the salespeople match the stores image? (1) Yes (2) Yes Products: What is the first product that you notice? (1) To go food items and cold drinks. (2) Outside veggies, flowers and pumpkins Is there a central display table with featured products? (1) Yes (2) No Where are items that are “for sale” located in the store? (1) The food items are part of the counter – the other items are behind the counter. (2) Outside and all over inside How are the products arranged? By function? By price? By color? (1) By function. (2) By function Are there free samples or demonstrations? (1) Yes (2) Yes What products are at eye level? (1) Baked Goods (2) Depends on section What items in the store are in the least accessible locations? (1) The prepared to order items. (2) Prepared food items (not all but some) Where are the most and least expensive products located? (1) All are readily available. (2) All are readily available. Are the prices of the products easy to find? (1) Yes (2) Yes Are there impulse items near the cash register? (1) Yes (2) Yes Customers: Are most customers alone or with someone else? (1) Alone (2) Alone What is the relationship? (1) Some couples, some families, some co-‐workers, some study buddies. (2) Some couples, co-‐workers. What is the average age and gender of the customers? (1) All ages and even mix of male and female. (2) all ages and an even mix of male and female When a customer enters the store, do they tend to walk in the same path or direction? (1) Straight for the counter. (2) No How long do customers stay in the store, on average? (1) 5 – 10 minutes (2) 20 – 30 minutes Do customer touch the products? (1)No (2) Yes Is this encouraged? (1) No (2) Yes Do most customers appear to be on a mission or are they browsing? (1) On a mission (2) Some of both – some are buying their lunch, others leisure shopping What percent of customers purchase products in the store? (1) 100% (2) 99% Other Observations: Due to travel only had time to do two stores this week